KENDİNİ GÖSTERİM VE KİŞİLERARASI ETKİLEŞİMİN GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Öz

 Gösterişçi tüketim, kişinin çevresine statü veya prestijini göstermek amacı ile yaptığı alışverişler, şeklinde tanımlanmaktadır. Bu nedenle bu alışverişlerde lüks, pahalı ürünler tercih edilmektedir. Gösterişçi tüketimi yönlendiren bir başka boyut ise çevrenin ürüne verdiği tepkidir. Kişinin çevresi ürünü prestij ürün olarak değerlendiriyor ise tüketicinin tatmin düzeyi artmaktadır. Bu nedenle gösterişçi tüketimde kişilik özellikleri ve çevreden etkilenme düzeyi oldukça yönlendirici olmaktadır. Bu çalışmada da gösterişçi tüketimde kişilik özelliklerinden kendini gösterim ve çevreden etkilenme düzeyi olan kişilerarası etkileşimin rolü incelenmek amaçlanmıştır. Ayrıca gösterişçi tüketimin sadece özellikli ürün grubunda değil her ürün grubunun prestij imajına sahip markalarında geçerli tüketim kalıbı olup olmadığı belirlenmeye çalışılmıştır. Üniversite öğrencileri üzerinde yapılan anket çalışması sonucuna göre jean markası tercihinde gösterişçi tüketim eğilimi bulunmaktadır ve bu eğilimde kişilerarası etkileşim ile kendini gösterimin etkisi bulunmaktadır. 

Anahtar Kelimeler

• Tüketici davranışı,gösterişçi tüketim,kendini gösterim,kişilerarası etkileşim

Research into Determining the Effects of Self-Monitoring and Interpersonal Influences on Conspicuous Consumption

Öz

Conspicuous consumption is defined as the shoppings done by the person in order to show his/her status or prestige. That’s why luxurious and expensive products are prefered in these shoppings. Another factor directing the conspicuous consumption is the reaction of the social environment to the product. If the social environment of the person condisers the product as prestigious, the satisfaction level of the consumer will be higher. Therefore, personality traits and level of exposure to social environment are quite directive in conspicuous consumption. This study aimed to examine the role of interpersonal influence, which is a level of exposure to social environment, and self-monitoring, one of personality traits. Additionally, we tried to determine whether conspicuous consumption is a consumption pattern not only in specialty products group but also in all brands building up prestige image of every product group. According to the results of the questionnaire study conducted among university students, tendency toward conspicuous consumption shows itself in their choice of jeans brands, and interpersonal influence and self-monitoring have effect on this tendency.

Anahtar Kelimeler

• Consumer behavior,conspicuous consumption,self-monitoring,interpersonal influence

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